Evian, one of the most distinctive premium water brands worldwide, wanted to celebrate its 15-year relationship with Chinese consumers. They tasked us to develop a series of limited-edition packs directed to the younger generation that would emphasise national pride & honour local identities.
The Tension
In China, each region, area and city has a very specific culture, habits and atmosphere. To ensure Chinese consumers relate to the new limited edition and to activate their sense of pride, it was essential to be locally relevant and to embody their regional cultures’ uniqueness while keeping the brand’s storytelling alive. Evian’s water is the youthful spirit flowing between cities that connects people together, ties past, present and future, and unites local and global identities, bringing modernity and traditions together.